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Open access
Highlights
•
Huge potential for marketers that implement AI, VR technologies.
•Customer engagement behaviors and customer journeys enhanced via SMM.
•Importance of ethical practice and explainability in use of AI and ML.
•Trust is positively impacted via the cultivation of customer engagement.
•eWOM overload can be mitigated by applying new tools and mechanisms.
Abstract
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
Keywords
Artificial intelligence
Augmented reality marketing
Digital marketing
Ethical issues
eWOM
Mobile marketing
Social media marketing
Cited by (0)
© 2020 The Authors. Published by Elsevier Ltd.
Fill in the blank. The “economics of information” perspective means that the information provided by advertising helps reduce _________________.
Choose one answer.
| a. Utility | ||
| b. Involvement | ||
| c. Emotional benefits | ||
| d. Disutility |
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Fill in the blank. When a company communicates misleading information about a product’s environmental benefits, they are said to be guilty of _________________.
Choose one answer.
| a. Brainwashing | ||
| b. Cultural disinformation | ||
| c. Self-praise and false adulation | ||
| d. Greenwashing |
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New products and new businesses are stimulated by advertising’s ability to help suppliers communicate with customers and its ability to also do which of the following?
Choose one answer.
| a. Guarantee new product and business success | ||
| b. Carry client credit | ||
| c. Champion social causes | ||
| d. Stimulate demand |
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Proponents of advertising’s positive role in our culture would most likely see advertising as which of the following?
Choose one answer.
| a. A mechanism to establish social order | ||
| b. Simply a “mirror” of culture | ||
| c. A means to enforce the regulations found within social classes | ||
| d. A “distorted mirror” of culture |
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The Word-of-Mouth Marketing Association (WOMMA) is said to promote Honesty ROI. WOMMA uses the acronym to describe how the industry must be honest. All of the following are components of WOMMA’s ROI EXCEPT:
Choose one answer.
| a. Honesty of relationship. | ||
| b. Honesty of opinion. | ||
| c. Honesty of information. | ||
| d. Honesty of identity. |
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You are part of a group that is trying to reduce what it sees as rampant commercialism in all of our mass media. By sending out counter-messages, your group hopes to disrupt efforts by the corporate world to dominate our cultural landscape. Which of the following terms is most applicable to what your group does?
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You work for a nonprofit organization that has important social information for expectant mothers. Though your organization has raised some money for advertising, there will be a serious shortfall in the budget. Which of the following organizations would be the best for providing advertising assistance as long as your group can demonstrate that it has a message that will improve society as a whole?
Choose one answer.
| a. American Association of Advertising Agencies | ||
| b. Ad Council | ||
| c. American Marketing Association | ||
| d. Small Business Administration |
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All of the following are methods of segmenting the business market EXCEPT ________.
Choose one answer.
| a. psychographic | ||
| b. demographic | ||
| c. geographic | ||
| d. end-use |
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Businesses use which of the following methods to communicate with their customers?
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Cognitive dissonance ________.
Choose one answer.
| a. is defined as pre-purchase anxiety and doubt | ||
| b. is more likely to occur as the cost and complexity of the purchase increases | ||
| c. is more likely to occur when there is a balance between attitudes, beliefs, and knowledge | ||
| d. decreases if the product does not have the desired features |
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Compared to the purchasing process for consumer products, ________.
Choose one answer.
| a. distribution channels for business products are significantly longer | ||
| b. customer relationships for business products tend to be short-term and transactions-based | ||
| c. personal selling plays a much larger role in business products markets | ||
| d. customer service plays a smaller role in the distribution of business products |
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Consumer behavior refers to ________.
Choose one answer.
| a. organizational and consumer purchase decision-making behavior | ||
| b. customer spending patterns | ||
| c. post-purchase decision-making behavior | ||
| d. the consumer decision-making process |
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Nabisco’s ________ website provides detailed information regarding brands and promotions, but online visitors are not able to purchase products such as Ritz crackers or Oreo cookies.
Choose one answer.
| a. marketing | ||
| b. intranet | ||
| c. extranet | ||
| d. corporate |
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Purchases that have a potentially high level of social or economic consequences are ________.
Choose one answer.
| a. usually undertaken with relatively little investment of time and effort | ||
| b. known as low-involvement decisions | ||
| c. generally made alone without the involvement of others | ||
| d. known as high-involvement purchase decisions |
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San Diego Hospital is offering classes free of charge to the public in the areas of weight control, stress management, and nutrition. The classes indicate that the hospital has adopted a concept of ________.
Choose one answer.
| a. production | ||
| b. sales | ||
| c. seller's market | ||
| d. added value |
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The current marketing period is referred to as the ________ era.
Choose one answer.
| a. production | ||
| b. relationship | ||
| c. marketing | ||
| d. sales |
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The personal determinants of consumer behavior include the ________.
Choose one answer.
| a. culture in which a person is raised | ||
| b. individual’s needs and motives | ||
| c. family to which one belongs | ||
| d. society from which one comes |
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A marketer that needs qualitative data, should gather which of the following types of information?
Choose one answer.
| a. Numerical | ||
| b. Verbal | ||
| c. Same-source | ||
| d. Metric |
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After Kraft researched a series of its advertisements, it was determined that consumers preferred brighter and lighter colors to depict something that was “more heavenly” in Philadelphia Light Cream Cheese ads. Kraft made improvements in their promotions and enjoyed strong sales results. In scenarios like this one, advertisers solicit feedback on an advertisement or specific new product idea by conducting which of the following?
Choose one answer.
| a. Concept design | ||
| b. Concept testing | ||
| c. Shape analysis | ||
| d. Graphic profiling |
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Assuming that you are a marketing researcher, what form of data would you be acquiring if it had the advantages of being inexpensive, quickly accessible, reliable, and often including large sample sizes?
Choose one answer.
| a. Primary data | ||
| b. Physiological data | ||
| c. Face-to-face interview data | ||
| d. Secondary data |
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Collecting new information about the market directly from consumers through interviews or surveys is known as which of the following?
Choose one answer.
| a. Basic research | ||
| b. Secondary data | ||
| c. Marketing intelligence | ||
| d. Primary data |
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Gallup provides in-depth industry reports based on its proprietary probability-based techniques. Researchers will study a Gallup panel via telephone research, completing 10,000 interviews daily using many different survey forms. Gallup, and others like it, represents what type of information sources?
Choose one answer.
| a. Syndicated sources | ||
| b. Government sources | ||
| c. Pure demographic sources | ||
| d. Tri-variable sources |
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Government is a huge supplier of information to the public. Through such organizations as the Census Bureau, the Bureau of Labor Statistics, and the National Center for Health Statistics, the U.S. Government supplies interested parties with which type of data?
Choose one answer.
| a. Secondary | ||
| b. Primary | ||
| c. Syndicated | ||
| d. Virtual |
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Movie studios often conduct test screenings of their films to do which of the following?
Choose one answer.
| a. Generate ideas for marketing campaigns | ||
| b. Measure concession sales | ||
| c. Determine the award categories that might be appropriate for the film | ||
| d. Assist members of the entertainment press |
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What is the most common method for conducting quantitative research?
Choose one answer.
| a. Focus groups | ||
| b. Ethnographic studies | ||
| c. Surveys | ||
| d. Physiological data |
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Which of the following highly flexible survey methods suffers from high cost, low participation by respondents, and the perception that it is a pseudo sales solicitation?
Choose one answer.
| a. Face-to-face interviews | ||
| b. Online surveys | ||
| c. Telephone surveys | ||
| d. Ethnographic surveys |
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Your company paid a marketing research firm to do an in-depth study of target customers. The information your company learned from this project resulted in a competitive advantage. Which of the following best describes a chief advantage of using the primary data that your firm is enjoying?
Choose one answer.
| a. It is time-consuming. | ||
| b. It is proprietary. | ||
| c. It is less costly. | ||
| d. It does subconscious analysis. |
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A marketing researcher who wants to segment the market by the population’s involvement in an activity should choose which of the following?
Choose one answer.
| a. Demographic segmentation | ||
| b. Geographic segmentation | ||
| c. Behavioral segmentation | ||
| d. Physiological segmentation |
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All of the following are qualities of a good target EXCEPT:
Choose one answer.
| a. Measurability. | ||
| b. Maturity. | ||
| c. Accessibility. | ||
| d. Profitability. |
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All of the following are widely used measures of demographics EXCEPT:
Choose one answer.
| a. Gender. | ||
| b. Age. | ||
| c. Life stage. | ||
| d. Attitudes. |
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Fill in the blank. Identifying the qualities of consumers who are likely to buy your product and then customizing your activity to meet their unique needs is called _______________.
Choose one answer.
| a. Target marketing | ||
| b. Positioning | ||
| c. Segmenting | ||
| d. Differentiation |
.
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If a researcher were looking for such facts as the total number of firms and the total dollar amount of sales in Canada, the United States, and Mexico, she should begin with which of the following?
Choose one answer.
| a. North American Industry Classification System (NACIS) reports | ||
| b. International Census Data Index (ICDI) | ||
| c. United Nations databank | ||
| d. U.S. Chamber of Commerce databank |
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Mattel introduced a new brand it called Barbie Girls to attract the increasing number of girls who spend a lot of time online in virtual worlds instead of playing with real dolls in the physical world. Which of the following forms of segmentation is Mattel basing its strategy on to reach this target market?
Choose one answer.
| a. Behavioral segmentation | ||
| b. Geographic segmentation | ||
| c. Demographic segmentation | ||
| d. Psychographic segmentation |
.
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Sources that can identify frequent users of a product category include all of the following EXCEPT:
Choose one answer.
| a. Industry group reports. | ||
| b. Hypnosis therapy. | ||
| c. Surveys of consumer behavior. | ||
| d. Product sales. |
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To get a solid vision of the firm’s potential customers, you would do which of the following?
Choose one answer.
| a. Brand the product | ||
| b. Target a niche market | ||
| c. Position the product | ||
| d. Segment the population |
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Which of the following psychographic segment acronyms would be the best target for products like expensive roadsters and exotic vacations?
Choose one answer.
| a. VALS | ||
| b. PUPPIES | ||
| c. DINKS | ||
| d. DISH |
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You are considering the properties of good targets for marketing efforts. You have a target group that is characterized as having sufficient size, a willingness to buy, and an ability to pay. Which of the following properties of a good target does this group display?
Choose one answer.
| a. Measurable | ||
| b. Profitable | ||
| c. Accessible | ||
| d. Distinguishable |
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An advertising manager anticipates that sales for the upcoming year will be $10 million. This figure matches the sales amount for the current year. If the company has traditionally used a percentage-of-sales figure of 10% to set its promotional budget, how much will the promotional budget be for the upcoming year?
Choose one answer.
| a. $10,000 | ||
| b. $100,000 | ||
| c. $1,000,000 | ||
| d. More information is necessary to determine the promotional budget. |
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As the advertising manager for your company, you would like to have a high SOV (Share of Voice). What is the easiest way to obtain high SOV?
Choose one answer.
| a. Position the company against its nearest competitor. | ||
| b. Focus advertising on the most profitable products within the product line. | ||
| c. Use image advertising with an emotional appeal. | ||
| d. Buy a lot of ad space. |
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As the Director of Marketing for your company, you have decided to base the firm’s advertising budget on a percentage of the amount of goods sold last year. What form of budgeting have you chosen for your company?
Choose one answer.
| a. Bottom-up budgeting | ||
| b. Top-down budgeting | ||
| c. Horizontal budgeting | ||
| d. Competitive budgeting |
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Fill in the blank. Although many marketing experts traditionally will evaluate a campaign’s success in terms of intangibles, such as brand awareness, top management insists on more tangible results such as ____________________.
Choose one answer.
| a. Return on investment (ROI) | ||
| b. Positioning objectives | ||
| c. Consumer preferences | ||
| d. Winning industry promotion awards |
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Fill in the blank. Budget decisions are affected by conditions that are ________________ to the client.
Choose one answer.
| a. Internal | ||
| b. External | ||
| c. Both internal and external | ||
| d. Irrelevant |
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Fill in the blank. In ______________ budgeting, company leaders determine the overall amount the firm will spend on promotional activities for the year.
Choose one answer.
| a. Top-down | ||
| b. Bottom-up | ||
| c. Horizontal | ||
| d. Synergistic |
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Fill in the blank. Research indicates that less than ___________ of companies evaluate their communication campaigns on the basis of the campaign’s effect on profits.
Choose one answer.
| a. 10% | ||
| b. 20% | ||
| c. 30% | ||
| d. 40% |
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Sony has a reputation as being a company with a high degree of brand loyalty. Which of the following advertising objective-and-tasks would most likely be something that would be of interest to Sony’s advertising team?
Choose one answer.
| a. Overcoming customer complaints | ||
| b. Repairing brand reputation | ||
| c. Retaining existing customers | ||
| d. Product differentiation and initial brand identification |
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Which method of budgeting is typically used by high-tech start-ups who are generally driven by product innovation?
Choose one answer.
| a. percentage-of-sales method | ||
| b. competitive budgets | ||
| c. all-you-can-afford approach | ||
| d. objective-task method |
.
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Which of the following is the most frequently used bottom-up budgeting approach?
Choose one answer.
| a. Percentage-of-sales | ||
| b. Inventory averages | ||
| c. Stage-based spending | ||
| d. Objective-and-task |
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According to the company’s website, Whole Foods Market matches its products and service offerings to a particular lifestyle. Which of the following branding strategies is best illustrated by Whole Foods Market’s approach?
Choose one answer.
| a. Accountability | ||
| b. Consistency | ||
| c. Personality | ||
| d. Competitive positioning |
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All of the following are good illustrations of personality traits often found in brands and branding communication strategies EXCEPT:
Choose one answer.
| a. Self-confident. | ||
| b. Low cost. | ||
| c. Wholesome. | ||
| d. Romantic. |
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Fill in the blank. Branding experts agree that a brand’s _____________ is the total benefit that a brand provides to its customers relative to the competition.
Choose one answer.
| a. Position | ||
| b. Personality | ||
| c. Value proposition | ||
| d. Image |
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FUBU clothing manufacturer has decided to refocus marketing efforts from urban, African American males 13–19 years of age to suburban, Caucasian males 17–25 years of age. Which of the following steps in a situation analysis most likely revealed trends that dictated the company’s change in strategy?
Choose one answer.
| a. Know who you are | ||
| b. Competitive situation | ||
| c. Customer situation | ||
| d. Economics and cost |
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What is differentiating your product or service from others using a trademarked name or logo called?
Choose one answer.
| a. Branding | ||
| b. Segmentation | ||
| c. Positioning | ||
| d. Differentiation |
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What is the first step an advertising manager needs to undertake in order to create an advertising strategy?
Choose one answer.
| a. Set objectives. | ||
| b. Lay plans. | ||
| c. Identify the situation. | ||
| d. Create a preliminary strategy and test it. |
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Which of the following is considered to be a primary benefit of branding for the manufacturer?
Choose one answer.
| a. Offers legal protection | ||
| b. Simplifies decision-making | ||
| c. Guarantees profitability | ||
| d. Simplifies global entry possibilities |
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Which of the following is NOT one of the four phases associated with the achievement of an advertising objective through the DAGMAR Process?
Choose one answer.
| a. Awareness | ||
| b. Comprehension | ||
| c. Action | ||
| d. Closure |
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Which of the following is the best example of a solid branding strategy?
Choose one answer.
| a. Hire an attractive spokesperson. | ||
| b. Design your product’s package to look like the leading competitor. | ||
| c. Price your product so it is in line with other competitive products. | ||
| d. Create a barrier to market entry. |
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Which of the following strategies involves formulating a clear image of a product's values?
Choose one answer.
| a. Distribution strategy | ||
| b. Branding strategy | ||
| c. Segmentation strategy | ||
| d. Global strategy |
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A salesman in a department store won a trip from a clothing manufacturer for selling the most items from its fall line of clothing. This is known as which of the following?
Choose one answer.
| a. A rebate | ||
| b. Push money | ||
| c. A bribe | ||
| d. A merchandising allowance |
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Customer relationship management (CRM) uses the specific information about individual consumers to do which of the following?
Choose one answer.
| a. To create more effective marketing communications specific to the consumer | ||
| b. To stimulate a bargaining environment: he who has the most information wins | ||
| c. To create prediction models for trends | ||
| d. To sell that information to other interested marketers |
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Fill in the blank. Entrepreneur and adventurer Richard Branson would occasionally parachute to grand openings and activities that he wished to promote. Media were notified in advance where he would land. Mr. Branson’s public relations activities would most correctly be described as being a _________________.
Choose one answer.
| a. Media event | ||
| b. Consumer contact strategy | ||
| c. Virtual experience | ||
| d. Brand concept |
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Jones Soda asked its loyal customers to share their enthusiasm for the company’s drink products with at least ten friends via the Internet or social network forums. What is this form of marketing often called?
Choose one answer.
| a. Boot-strap marketing | ||
| b. Guerilla marketing | ||
| c. Subliminal marketing | ||
| d. Customer-based marketing |
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The integrated marketing communications (IMC) perspective emphasizes all of the following EXCEPT:
Choose one answer.
| a. Packaging and viral promotions. | ||
| b. Use and coordination of all promotional products to support communication. | ||
| c. Maximization of available resources even when they are scarce. | ||
| d. Specific communications objectives and a plan for reaching those objectives. |
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What is generally the primary purpose of a coupon that is used as part of an overall integrated marketing communication campaign?
Choose one answer.
| a. To encourage immediate purchase | ||
| b. To give location or phone numbers to customers | ||
| c. To build brand image | ||
| d. To provide information on unknown product features |
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What is the most important element of sales promotion?
Choose one answer.
| a. Excellent reputation | ||
| b. Lack of consistency | ||
| c. Adaptability | ||
| d. Limited-time nature |
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What is the primary reason for using an integrated marketing communications (IMC) approach in advertising?
Choose one answer.
| a. It is less costly than other methods. | ||
| b. It creates a unified voice that provides a more powerful and memorable message. | ||
| c. It is more profitable than any other method. | ||
| d. It is the only model that is successful globally. |
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What is the purpose of public relations (PR)?
Choose one answer.
| a. To respond to attacks from the outside public | ||
| b. To “spin” the media in important issues | ||
| c. To provide copy for public-oriented advertising | ||
| d. To build good relationships with the advertiser’s publics |
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Which of the following is the best example of a nontraditional (new-age) approach to the integrated marketing communications (IMC) perspective?
Choose one answer.
| a. A billboard’s size is doubled to ensure sight recognition. | ||
| b. A branded billboard is inserted in a videogame to promote the advertiser’s product. | ||
| c. Local radio and newspapers coordinate their news release for a new movie. | ||
| d. Drink cups at a hamburger franchise promote a new movie. |
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A local restaurant announced free food for any lefties on August 13 (National Lefthanders Day). People spread the word in the community via the Internet, mobile communication, and word-of-mouth. Passing information in this way is best described as which of the following?
Choose one answer.
| a. Buzz | ||
| b. Altering reality | ||
| c. A press release | ||
| d. A video news release |
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An advertising director is looking for a media format that will have, as one of its strengths, national reach. Which media format should she select?
Choose one answer.
| a. Newspapers | ||
| b. Magazines | ||
| c. Outdoor | ||
| d. Radio |
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For a media buyer considering network television, disadvantages as well as advantages must be considered. All of the following are considered to be disadvantages of using network television in a media mix EXCEPT:
Choose one answer.
| a. Aging viewers. | ||
| b. High cost. | ||
| c. Long lead time for placing an ad. | ||
| d. Ad-skipping (TiVo). |
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In a recent video game, an action hero climbed into his Ford Mustang GT. As he roared away from the curb he checked his TAG watch. Which of the following new communication models would be most closely tied to this example of product placement?
Choose one answer.
| a. Viral marketing | ||
| b. Advergaming | ||
| c. Bootstrap marketing | ||
| d. Online advertising |
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The Sun Spot sunglasses hut is trying to sell its seasonal merchandise via a local TV campaign. Most of the seasonal merchandise is classified as being more mature products. What type of media message strategy would the Sun Spot most likely choose to accomplish their objective?
Choose one answer.
| a. Awareness | ||
| b. Association | ||
| c. Reminder | ||
| d. Persuasion |
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Which of the basic media scheduling patterns would be most appropriate if an advertiser wanted to spread the media’s effects evenly across the duration of the campaign?
Choose one answer.
| a. Continuity scheduling | ||
| b. Flight scheduling | ||
| c. Pulse scheduling | ||
| d. Asymmetric scheduling |
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Which of the following includes a range of text, still-image, animated graphics, streaming video, and interactive advertising?
Choose one answer.
| a. Direct mail advertising | ||
| b. Guerilla advertising | ||
| c. Out-of-home advertising | ||
| d. Online advertising |
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Which of the following media audiences is the most difficult to measure and segment?
Choose one answer.
| a. Magazine | ||
| b. Cable TV | ||
| c. Radio | ||
| d. Out-of-home |
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Which of the following media beats all other media in letting the advertiser present in-depth information for less cost?
Choose one answer.
| a. Newspapers | ||
| b. Television | ||
| c. Radio | ||
| d. Outdoor |
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Which of the following statements about the state of cell phone advertising in the U.S. today is true?
Choose one answer.
| a. Cell phone advertising now receives an average of 18% of all promotional budgets. | ||
| b. Cell phone advertising is now available for all cell phone plans. | ||
| c. Cell phone advertising is still in its infancy in the United States. | ||
| d. Cell phone advertising only works in major cities. |
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According to research on effective versus ineffective radio ads, duration has great impact. With respect to duration of the commercial, which of the following statements most closely matches those presented in the research?
Choose one answer.
| a. The shorter the duration of the commercial the better. | ||
| b. Spots of 45 seconds or more are most effective. | ||
| c. Duration is not as important as good duplication of a TV soundtrack. | ||
| d. Spots that last 15 to 30 seconds are preferable to those that last longer. |
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Housewives in four focus groups noted that they really loved a recent ad campaign. From this focus group research, what type of evidence have you collected?
Choose one answer.
| a. Quantitative evidence | ||
| b. Qualitative evidence | ||
| c. Random evidence | ||
| d. Personal evidence |
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If you were interested in using ROI as a metric to measure the success of your advertising campaign, which of the following questions would the ROI metric most likely be able to answer?
Choose one answer.
| a. Which medium would be best for advertising efforts? | ||
| b. What did I spend, and what did I get in return? | ||
| c. What would be the best time to advertise? | ||
| d. Who in the general public would make the best target customer for the ads? |
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In a commercial message, what is the function of music throughout the communication?
Choose one answer.
| a. To draw attention away from a high price | ||
| b. To carry the emotional tone | ||
| c. To suggest an activity | ||
| d. To help the consumer to focus |
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The Data Source research agency is looking for an effectiveness metric that will determine whether its online ads are working or not. Specifically, the agency is looking for a measurement model that only notes the revenue event after the consumer “clicks” to see the ad. What metric should Data Source select?
Choose one answer.
| a. Cost-per-view (CPV) | ||
| b. Cost-per-thousand (CPM) | ||
| c. Cost-per-session (CPS) | ||
| d. Cost-per-click (CPC) |
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What is the primary reason that many managers cut advertising from their budgets when money needs to be conserved?
Choose one answer.
| a. Many managers see advertising as a cost rather than as an investment. | ||
| b. Most managers do not like advertising or the people that work in the field. | ||
| c. Most managers do not trust the advice given by advertisers—they always want to spend more. | ||
| d. Many managers do not know how to really do advertising correctly and tend to drop it when communication problems occur. |
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Which elements are key to excellence in advertising?
Choose one answer.
| a. Targeting and resources | ||
| b. Strategy and tactics | ||
| c. Resonance and relevance | ||
| d. Creation and delivery |
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Why is likeability so important to an ad’s success?
Choose one answer.
| a. Likeable commercials are less likely to be zapped or avoided. | ||
| b. Likeability is the “gatekeeper” to further processing once the likeable ad gets our attention. | ||
| c. The positive feelings the ad evokes transfer from the advertisement to the brand. | ||
| d. All of the above |
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You have decided to design a commercial that displays your client’s product’s features, advantages, and price. Which of the following appeals most closely matches the design objectives that you have chosen?
Choose one answer.
| a. Values appeal | ||
| b. Humor appeal | ||
| c. Sex appeal | ||
| d. Logical appeal |
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“John, you have created a wonderful ad that expresses just the right tone and attitude,” said the creative director. Which of the following processes is most closely related to the creative director’s compliment to John?
Choose one answer.
| a. Implementation | ||
| b. Execution | ||
| c. The pitch | ||
| d. Creative positioning |
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